EX Social Media RecommendationsJune 18, 2012

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Background

•These suggestions are independent of the Dynamic Logic research and are based on the research from the Social Media Competitive Analysis.

•That said, we recommend that, if approved, they are implemented as soon as possible to keep EX at the forefront of the smoking cessation conversation.

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Summary

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Recommendations

•Twitter Engagement•Social Media Tone•Social Media Content•App Store Badge•Current App Search Terms•Social Sharing Integration•New App Deployment

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Twitter Engagement

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Recommendation

•Search for terms relevant to smoking cessation (ex: “Need to quit smoking”) and respond @ mentions, using hash tags to start a conversation.

•Note: @ mentions will be displayed on the EX twitter profile page publicly

Keep track of who was Tweeted (excel database perhaps), and follow up 3 days later to check up on them.

•Also, if they are relevant, incorporate current Twitter Trends into posts to reach a larger audience.

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Rationale/User Experience

•A community can often help people achieve personal goals. •Direct communication lets someone know that EX cares about them and that it’s not just a mass message to anyone who will listen. •It allows the user to discover EX’s benefits without feeling like their being “sold” to.

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Requirements/Tactical

•Time: As part of Cas’ overall efforts, adding as little as 1 hour a day would make a serious impact, however the more time spent, the more people reached. There are thousands of people “quitting” on twitter.

•This should begin as soon as possible to capitalize on the Sklar Brothers promotion.

•ex: “Quitting smoking is tough! Next time you want a cigarette, laugh instead: bit.ly.JF04 and follow @TheEXTeam – You don’t have to quit alone!”

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Social Media Tone

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Recommendation•To improve on current communication (example to the right) EX could inject more personality into the conversations that they have with their followers/users. For example, look at the tone of the brand,

•“Re-learn annoying bosses,” which is friendly and light.

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Rationale/User Experience

•People tend to engage more if you speak to them in their own language – that is less formal and with more personality and empathy.•Example: SmokefreeWomen

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Requirements/Tactical•Consider updating the brand guidelines to give more detail around developing a social voice.

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Social Media Content

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Recommendation

•Add curated content to the stream of posts on both Twitter and Facebook.•This can be done through RTs and links•Because EX is operating best-in-class with a fully optimized mobile site, this recommendation is even more important.

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Rationale/User Experience

•Seeing content from a multitude of sources often gives information more validation.•Being spoken to by different voices can keep people interested longer, especially the younger generation.•Promoting extra content can make the message seem more genuine.

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Requirements/Tactical

This can also be addressed in the expanded version of the brand guidelines and should include approved sources for content.

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App Store Badge

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Recommendation•Add the “Available on the App Store” badge to the website banner promoting the app.

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Rationale/User Experience

Many people have been “trained” to see this badge. Without it, the current promotion can be easily glanced over. Here are the competitor’s app promotions:

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Requirements/Tactical

•GSD&M and Beaconfire can work together to implement this improvement.

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App Branding

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Recommendation

•Optimize tagging and search terms for the mobile app. Currently, the app can only be found by searching either “American Legacy Foundation” or “TheEXPlan.”

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Rationale/User Experience

•Legacy is not a consumer-facing brand name. The consumer-facing brand is “BecomeAnEX.” With the “BecomeAnEX.org,” “@TheEXTeam,” and “TheEXPlan,” the search terms become blurred and can often interfere with location of the app. Adding search terms for both “BecomeAnEX” and “TheEXTeam” might generate more downloads.

•Note: Consider a free download (or at least a “lite” version that can help smokers begin their quit process at no charge).

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Requirements/Tactical

•Legacy would need to resubmit the EX app with new key words. Note that there are only 100 characters (including spaces) for the key words.

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Social Sharing Integration

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Recommendation•Move the share function buttons from the sidebar to immediately above or below each post. Consider calling attention to them, as well.

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Rationale/User Experience•At first look, because the sharing buttons are buried in the sidebar, it appears to serve as a website share button, rather than a page share (individual blogs/articles/profile pages). When placed immediately above or below each individual post/page/article (which is the industry standard practice), users know that all content can be shared on social platforms.

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Requirements/Tactical

•After investigation, the Elgg platform that EX uses currently does not allow the execution of this feature. It is included in this deck because it still a best in practice tactic. •Legacy can note this as a issue inhibited by the platform and keep this as a possibility in the future should the platform be changed.

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App Launch

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Recommendation

Launch the new EX app as soon as possible after the Dynamic Logic research is completed.

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Rationale/User Experience•Given the social media changes recommended and EX’s best-in-class mobile platform, launching the new application will continue to keep EX positioned as a leader in this space.

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Requirements/Tactical•Agency to begin production on mobile app as soon as research is complete.